RISMA, BIDARA SOKA (2021) ANALISIS PENGARUH FAKTOR BUDAYA, SOSIAL, PRIBADI TERHADAP KEPUTUSAN PEMBELIAN PADA JASA TRANSPORTASI BUS DAMRI PARIWISATA CANDI BOROBUDUR. SKRIPSI.
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Abstract
Perum DAMRI as a provider of public transportation in the tourism sector must be able to improve the services provided both in terms of physical and non-physical in order to improve consumer decisions to use tourism public transportation services. things that cause a person to feel compelled to be involved or not in the purchase of a product or service. Therefore, companies must know the factors that can stimulate someone such as cultural, social, and economic factors. The consumer decision-making process for everyone is basically the same. The purpose of this study was to determine the factors that influence the purchasing decisions of transportation services (Y), cultural (X1), social (X2), and personal (X3) that are significant for consumers, in the use of DAMRI. tour bus. Consumer behavior is a process carried out by someone in using a service after it is used. This research was conducted at Borobudur Temple Magelang by taking 100 visitors who used the DAMRI Bus transportation service as respondents. This research analysis technique uses multiple linear regression analysis. The regression formulation in this study is as follows: Y = 3.733 + 0.306X1 + 0.225X2 + 0.240X3 + µ The results of multiple regression research indicate that there is a partially positive influence of Culture on Purchase Decisions (tcount 3,584 > ttable 1,98472), Then Social on Purchase Decision (tcount 2,515 > ttable 1,98472), and Personal on Purchase Decision (tcount 3,699 > ttable 1.98472). The influence of the three research variables is very strong with a correlation value of Adjusted R^2= 0.482. By using validity and reliability tests to test the validity of the data. The results of this study indicate that cultural, social, personal factors simultaneously have a positive and significant effect on service purchasing decisions Keywords: Cultural Factors, Social Factors, Personal Factors, andBuying decision
| Item Type: | Article |
|---|---|
| Additional Information: | 171804194 |
| Subjects: | Transportasi |
| Divisions: | Program Studi > S1-Transportasi |
| Depositing User: | AMNI Perpustakaan Semarang |
| Date Deposited: | 13 Sep 2021 03:02 |
| Last Modified: | 13 Sep 2021 03:02 |
| URI: | http://repository.unimar-amni.ac.id/id/eprint/3693 |
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